一、消費者對有機食品之主觀規範與知覺行為控制，都顯著會直接影響購買意圖，其中，主觀規範另可透過態度做為中介，進一步強化購買意圖之形成 二、消費者對有機食品之知覺價值，確實會直接影響購買意圖，且知覺價值另可透過態度做為中介，進一步影響購買意圖之形成 三、消費者對有機食品之購買行為，確實會因性別有所差異 By concerns and worries about environment and food safety issues, Organic Food has become a very important and fast growing industry. Therefore, to understand how consumer has its intend to purchase Organic food, and by this understanding we can develop precise marketing strategy.
This study based on Ajzen (1985)’s TPB model and Perceived Value, to investigate the impacts on consimers’ Attitude and Purchase Intention toward Organic Food; also investigates the differerences between male and female groups.
This study used SPSS18.0 and LISREL 8.7 for data analysis.
Findings of this study as below:
1. Subjective Norm and Perceived Behavioral Control have significant and positive impacts on Purchase Intention, Attitude has mediation effect between Subjective Norm and Purchase Intention. 2. Perceived Value has significant and positive impacts on Purchase Intention, Attitude has mediation effect between Perceived Value and Purchase Intention. 3. The research result shows the differences between gender groups.